After years of being told exactly what must-have items you NEED to buy at the behest of influencers, online audiences are fighting back. Their weapon of choice: Underconsumption.
“Underconsumption core” as it’s referred to in online communities is a response to audiences being fed up with getting sold to 24/7.
But what exactly is this lifestyle, and what does it say about consumers today?
What Exactly IS Underconsumption?
Underconsumption, AKA underconsumption core…
Is a lifestyle that took off on TikTok that encourages viewers to use the stuff they already own instead of buying the latest trendy product.
In other words, this lifestyle promotes the revolutionary concept of buying what you need and using what you have…
Groundbreaking.
But there’s more to it than meets the eye.
Underconsumption is not a trend rooted in saving money, although that is a part of it. The main reason this lifestyle is gaining so much popularity is for one reason:
AUDIENCES ARE TIRED OF INFLUENCERS CONSTANTLY SELLING TO THEM
Consumers are over keeping up with the latest trends and having to buy new products constantly that usually are either…
A) useless…
Or B) something similar to what they already own.
Underconsumption is full-on opposition against Overconsumption rampant in online spaces.
Influencers are usually gifted the items they promote or they’re being paid to promote them. This creates an image that many critics are calling unrealistic and unsustainable.
IN SHORT, VIEWERS ARE TIRED OF EMULATING INFLUENCERS.
Instead, underconsumption influencers are sharing with viewers all of the perfectly usable products that they’ve had for years with no intent of replacing them. Some examples included…
Using shoes until they’ve worn out…
Cutting open skincare products to get every last drop before replacing it…
Showing off jeans owned for over ten years…
Underconsumption reflects consumers wanting to break from the life that they’re being marketed. Some fans of this lifestyle also say that part of the appeal is having stuff with character…
Instead of owning the same stuff as everyone else.
Underconsumption goes hand-in-hand with other financial trends such as No-buy challenges and loud budgeting…
But is there another reason it’s picking up steam?
Hidden Reason Behind The Hype
At this point, it’s easy to see why underconsumption has taken off…
The lifestyle promotes being more conscious about giving into short-lived trends…
AND REALIZING THAT CONSUMERS DON’T NEED TO BE CONSTANTLY BUYING GOODS TO LIVE A FULFILLING LIFE.
But analysts know there’s another reason underconsumption has been so resonant online. Essentially, anytime economic hardship rolls around, consumers champion a back-to-basics lifestyle…
After the 2008 financial crisis…
hoppers were interested in “artisan goods and experiences” over giant conglomerates.
Now, in an era of economic instability, layoffs, and tightening budgets, consumers are less inclined to spend money on $600 hair dryers.
Today, fans of underconsumption core are sharing their tips on how to give their products the most milage…
And investing in higher quality goods, like jeans that cost $150, because they’ll outlive their cheaper counterparts.
But it doesn’t stop there… audiences’ distaste for influencers has only been growing. More and more people are fed up with the age of influencers.
Along with underconsumption…
There have been de-influencing movements, as well as calls to block celebrities on social media.
The Future Of Shopping
Even with underconsumption growing in popularity…
Consumer spending is still going up across the country.
Yet, this trend reflects a broader shift in how consumers view their shopping habits…
And in how audiences view the state of influencers.
While TikTok shop is still pushing for users to buy the latest trendy bag or hair accessory…
Fans of underconsumption have one stark criticism that can’t be avoided:
If that item really was a must-have…
Wouldn’t you already own it?
Be Great,
GCTV Staff
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